Think about what your scars say about you. Chances are, there’s a good story behind them. When UF Health asked Capstrat to come up with a campaign to highlight the individual, the notion of talking about patients’ scars was unexpected.

In print and social media, the idea was to elaborate on this notion of scars and entice viewers to do the opposite of what they likely wanted to do — look away. From a young age, we’re taught not to stare. Or point. Or pay any attention to the very things that make each one of us different. What we found when interviewing people like Corey, Rebekah, Shawnna and Delores however, was that they were more than willing to talk about those marks that made them unique.

Those marks made them tough. One-of-a-kind. Different. And said an awful lot about just how tough, one-of-a-kind and different their care had been.

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CD: Lindsey BennettAD: Anne MauserCopywriter: Colin Dullaghan

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Gold ADDY winner in 2016 for Best Integrated Campaign and voted Best in Show